Engineering Breakout Brand Success

Transcription

1 Engineering Breakout Brand Success The New Marketing Evangelism June

2 How do you explain why some brands become breakout successes while others, doing the same marketing activities, fail to connect or attract a following? 2

3 Remarkable Ideas Spread The traditional approaches are now obsolete. One hundred years of marketing thoughts are gone. Alternative approaches aren t a novelty. They are all we ve got left. Purple Cow by Seth Godin 3

4 Another Question Why would someone bother to spread your brand idea? 4

5 Chipotle: Real Food Fast 5 Watch at

6 BA: Reconnecting Families ba.com/visitmum 6

7 WFM: Healthier Living Profits: Industry: 2% Whole Foods: 10% 7

8 Breakout brands are engineered using a formula that starts with a focus on being a force for good in the lives of target consumers 8

9 What is a Force for Good? NOT Corporate Social Responsibility Force for Good NOT a trendy link to what is hot Helping your consumer succeed in their lives By living up to the cultural values they believe in 9

10 The Greater Good? Consider: Can enabling infidelity be a force for good? 10

11 American Values: The Self-Made (Man) If you work hard, you will be rewarded. 11

12 The Collapse of The American Dream Anthony Suau, World Press Photo of the Year,

13 New Brands are Born from Disruption THE AMERICAN DREAM DISSOLVES OCCUPY WALL STREET AND THE TEA PARTY Government bailout of banks betrayed the dream. The average citizen s rewards for a hard life s work had evaporated. Blame corporations. Blame the government. 13

14 New Brands are Born from Disruption VAMPIRES THE AMERICAN DREAM DISSOLVES ZOMBIES!! 14

15 Values in Transition Why are exposé films on business rising in popularity? What s next? Our society is questioning the beliefs that are used to make up our social and cultural values. The myths around these values are being challenged. 15

16 Myths in Transition Lost Myths The stories we used to make sense of our world no longer hold up under scrutiny Opportunity Identify new cultural narratives that help people to live better lives and have a more meaningful impact on the world. 16

17 Create New Myths: Be a Force for Good Every decision a consumer makes is a reflection of their values. Brands are used to bring meaning to their lives. It is every marketer s responsibility to be a force for good in their consumers lives. 17

18 Our Approach to Engineering Breakout Brands 18

19 Engineering Break Out Brands Foresight A point of view on the world and how consumers values are evolving Respect & Intimacy Social sciencebased exploration of their lives, experiences, goals, values Frameworks A pragmatic means to construct business strategy aligned to values

20 Engineering Break Out Brands Foresight A point of view on the world and how consumers values are evolving Respect & Intimacy Social sciencebased exploration of their lives, experiences, goals, values Frameworks A pragmatic means to construct business strategy aligned to values

21 Engineering Break Out Brands Foresight A point of view on the world and how consumers values are evolving Respect & Intimacy 15 Cultural Forces Impacting Marketing Modern Family Enhancing Productivity (Micro) Bonding Risk Reducing Strategies Social sciencebased exploration of their lives, experiences, Publicizing goals, Identity values Frameworks A pragmatic means to construct business strategy aligned to values Digital Life New Value Authenticity Identity Play Amassing Amateur Expertise Transforming Access to Commodities Purchasing Security Demonstrating Cultural Capital Sampling Luxury Local as Authentic Real as Authentic Craft as Authentic Experimenting with Identity Exploring the Exotic Small r Rebelling

22 Engineering Break Out Brands Foresight A point of view on the world and how consumers values are evolving Respect & Intimacy Social sciencebased exploration of their lives, experiences, goals, values Ethnography (immersive) Ethnography (digital) Social Ethnography Frameworks Online Community Mobile A pragmatic means to construct business strategy aligned to values In-field Intercepts Group Discussions Idea Markets Predictive Markets Eye Tracking Facial Coding Applied Anthropology

23 Engineering Break Out Brands Foresight Cultural A point of Force view on the world and how consumers values are evolving Category Conventions Brand Ecology Cultural Ecosystem Brand Ecosystem Cultural Selling Proposition Respect & Intimacy Human Social Insight sciencebased exploration of their lives, experiences, Key Brand Equity goals, values Frameworks A pragmatic means to construct business strategy aligned to values

24 Deliverables Clear, pragmatic insights built into values-based brand strategies to excite the marketing team and inspire your agencies Cultural Ecosystem Brand Ecosystem Cultural Force Human Insight Cultural Selling Proposition Category Conventions Key Brand Equity Strategy Construction Workshops Cultural Selling Proposition + Communications Brief Live Improv Activation Video / Animation 24

25 Universal Application Global Markets Cross-Sector Canada United States Mexico Brazil Chile France Germany Italy Spain Sweden Turkey United Kingdom China Japan Russia Australia Consumer Goods Pharmaceuticals Dairy Financial Sector Technology Sector Energy Beverage Alcohol Medical Devices Telcom Restaurants Consumer Electronics Home Decor Education Institutions Real Estate Writing Instruments Retail Corporate Reputation Employee Engagement 25

26 Our Work Foresight Strategy Innovation Anticipate changing needs and wants Spot risks Spot opportunities Take your stand Integrate into Brand Strategy Activation Plan Spark new growth Create new points of engagement Create solutions to drivers of dissatisfaction Create new revenue streams $40M in sales in first quarter of availability. Today, the best selling car in the category % Revenue Growth Cinnamon & Brown Sugar Spreadable Butter Awarded one of 10 most innovative products in grocery 2014 Plus a full innovation pipeline

27 Be A Force For Good Interested in our reading list? Interested in our or john@freshsqueezedideas.com reading list? 27